Repurposing Content for Maximizing SEO’s Impact


Search engine optimization (SEO) is constantly changing. It is dynamic, technological, and content-driven. Professionals follow technology in search of the best results. Ten years ago, the main strategy was backlink stuffing, which later changed to relevant blog content. Content marketing was quickly dissected into Instagram and Snapchat feeds. The change in strategy can have a dizzying pace, but it can also be focused and customized for each website or user. This is the challenge for SEO service providers from Raleigh to the rest of the world.

Going Viral

SEO practitioners have sought to go viral on every post. It is the underlying concept behind every video, infographic, podcast, snap, and tweet. There are two goals behind this: to catch the attention of followers and attract them. Going viral itself is almost sure to snag the top spot in a search for any related keyword.

If a video is clicked, shared, and commented on, it ultimately goes back to the source. After putting up a video on YouTube, the link is posted on the website with an accompanying article. The article link is then posted on social media, as well as in directories and other sharing sites. The aim is to make it visible to as many people as possible.

Although every website wants to have its own viral post or video, it does not always happen. It is actually quite rare that it does. What most people do is to ride the latest trends because it is easier to attract views that way. Not every original post goes viral because it may not appeal to the existing audience at the time. It may take several attempts at a post or a video before one of these gets shared and re-shared by the general public.

Repurposing Content

woman editing video on laptopThere is no secret sauce to making a viral video. It has to be interesting to as broad an audience as possible. However, it is also possible to make the most of the content and create other media types for sharing.

After posting the video on the website, it can also be posted on other social media platforms such as Facebook. The contents of the video can also be repurposed in other ways. For example, the audio can be grabbed and posted as a podcast. The transcript can also be posted again, this time as a blog post. The individual topics in the video can also be the focus of other blog articles.

Snippets of the transcript can be posted on Twitter and then linked to the original website. Instagram images can also be published, all pointing back to the original website post. Infographics can also be created and posted on the site as a separate blog entry. The whole exercise can be repeated two months later, with the same video and a totally different blog article.

SEO services aim to promote a website through search engine keywords. Ten years ago, this was done by brute force by posting links to every site possible. Nowadays, it is done intelligently by professionals who study their audience and create content that their followers would like to share with others. This creates links that increase a website’s traffic and visibility.

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